Short answer
By default Ads Manager credits a conversion to the date of the ad click or view. The "Conversions (by conv. time)" column credits it to the date the conversion happened. For long consideration cycles, the two can differ a lot day by day.
When to use which
| Question | Use |
|---|---|
| Which day's ads drove results? | By ad event time (default) |
| How many conversions happened this week? | By conversion time |
| Matching CRM reports | By conversion time, same time zone |
Questions
Why did last week's numbers go up?
Late conversions are credited back to the ad date by default, so recent days keep filling in.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
